Designing and Explaining an Effective Marketing Model for Historical Tourism Destination of Tehran in Social Networks
Keywords:
Influencer Marketing, Tourism, Historical Tourism, Social Networks, TehranAbstract
The present study aims to design and develop a comprehensive influencer-based marketing model for the effective promotion and management of Tehran’s historical tourism destination through social networks. This study is an applied-developmental and cross-sectional research conducted using a qualitative approach. The methodology is based on multiple grounded theory and content analysis. Data were collected through library research and semi-structured interviews with 15 experts, including academic specialists, tourism marketers, and informed tourists. A snowball sampling method was employed. Data analysis was performed through open, axial, and selective coding processes. The results revealed two main categories: “core drivers of influencer marketing in social networks” and “formation and management of historical tourism destinations.” Several subcategories were identified, including personal experience sharing, innovative content attractiveness, creativity in marketing, visual appeal, honesty and transparency, entertainment value, trust-building, and local community attitudes. These factors significantly contribute to enhancing destination image and increasing tourist attraction. The findings indicate that strategic use of influencer marketing within social networks can significantly enhance the positioning of Tehran as a historical tourism destination, improve tourist engagement, and foster sustainable tourism development, provided that authenticity, creativity, and trust are systematically integrated into marketing strategies.
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